B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
22.1%
22.1% -- share of ab tests significant losses for A/B tests (industry aggregate) (2026)
22.1% of analyzed A/B tests result in significant losses where the change made performance worse.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
22.1%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
DRIP Agency
Primary
Tier C
https://kirro.io/split-testing-meaning ↗
Source Article
What is split testing? Meaning, types, and examples
Split testing means showing two (or more) versions of something to different visitors, then keeping the one that gets better results. That’s it. You change a headline, a button, an entire page layout. Half your visitors see the original (the control group in split testing). The other half see the ne…
Original Research
DRIP Agency
· Original study ↗
Methodology
DRIP Agency analysis of thousands of A/B tests
Methodology documented
Segmentation
IndustryAll
RoleAll marketers
Cite this stat
Plain Text
A/B tests (industry aggregate): 22.1% share of ab tests significant losses. Source: DRIP Agency (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ab-tests-significant-losses-22-1
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<blockquote cite="https://lighthousedata.io/data/ab-tests-significant-losses-22-1" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>22.1%</strong> -- share of ab tests significant losses for A/B tests (industry aggregate)<br><small>Source: DRIP Agency (2026) · <a href="https://lighthousedata.io/data/ab-tests-significant-losses-22-1" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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